The aim of this thesis is to examine factors influencing brand awareness and brand image and to investigate which impact the latter has on purchase intentions and willingness to pay. Fur- thermore, the brand awareness and brand image of the Danish fashion brand Shaping New To- morrow are measured and based on the findings, managerial implications derived. Brand aware- ness and brand image are two crucial components in the marketing literature, as they provide the basis for consumers’ perceptions and build the basis for brand knowledge. Within the past few decades, both concepts have been studied widely in marketing literature.
By applying a mixed methods approach, combining quantitative and qualitative methods, ex- tensive insights into Shaping New Tomorrow’s brand knowledge are provided. The quantitative study includes surveys aiming to assess both Shaping New Tomorrow’s brand awareness and brand image among German consumers. The qualitative method, on the other hand, helps in- vestigating the brand image and its structure in more detail, by extracting brand associations from online reviews and creating a brand association network.
The findings indicate that brand awareness, advertisement frequency, advertisement channels, and the country-of-origin-image are positively influencing brand image. Furthermore, the re- sults suggest that brand awareness can be enhanced by advertisement frequency. Likewise, a positive impact of brand image on purchase intention and willingness to pay is identified. With regard to Shaping New Tomorrow, the findings reveal a relatively low brand awareness among German consumers. However, its brand image can be considered as strong and favorable.